Aid Aisle | WORKS- 大数跨境

电通创意

2024-04-21

导读：We put a supermarket aisle into one of the most remote and hardest ultramarathon races in the world.

When brands sponsor a live sports experience they don’t usually have such a large impact on the participants – but FreshChoice’s Aid Aisle literally helped them get to the finish.

By putting a supermarket aisle into one of the most remote and hardest ultramarathon, set in a truly marvelous corner of the world, the Dentsu Creative Australia team proved out ‘That’s Supporting Different’.

CHALLENGE

A FRESH APPROACH TO SPONSORSHIP

FreshChoice Head of Marketing, Travis Tompsett says, “FreshChoice have been a proud sponsor of the Kepler Challenge for eight years, and as a sponsor, we’ve behaved exactly as you’d expect: teardrop banners, branded hoardings, t-shirts, etc. With the advent of FreshChoice’s new brand platform: ‘That's Shopping Different,’ we asked ourselves what does ‘Supporting Different’ look like?

We know how difficult the Kepler challenge is for any runner, and wanted to show our support to this incredible community but we needed to execute through the lens of ‘Different’.”

image from newzealand.com

APPROACH

PROVING OUT THEIR BRAND PLATFORM

An ultramarathon is 60km and takes 8 hours on average. There are usually small and simple aid stations with water and fruit, nothing like this.

The ‘Kepler Track’ is one of the most remote tracks in the country, and runners have to carry an emergency blanket and transponder. The target was 450 incredibly tired (but incredibly passionate) endurance athletes.

Most sponsors just slap their logo on a race. FreshChoice saw this as a chance to prove their new Brand Platform ‘That’s shopping different’. So we did something that actually helped runners get to the finish.

SOLUTION

THAT’S SHOPPING DIFFERENT

We put a supermarket aisle stocked with everything endurance athletes needed 50kms into one of the most remote and hardest ultramarathon races in the world.

The beauty of the idea was that Freshchoice didn’t have to pretend to be something they’re not – by putting their service in an unusual place they made it highly desirable and something people wanted to talk about. The familiar elements of a supermarket aisle signage, wobblers, music and announcements became magical and entertaining elements in the leafy green environment.

But an incredible amount of thought also went into the design and construction, so that the aisle was elevated off the forest floor, carried in by hand and there were custom bins provided so there was no impact on the environment.